AN ONLINE MARKETING DISCUSSION

SEPTEMBER, 2010

SEARCH MARKETING

OBJECTIVES

Understand the elements critical to having a successful online marketing program in place for your company

Learn about the tools and tactics necessary to ensure your website is found for targeted keywords

Understand more about how search engines view your website

Decide if your efforts can accomplish the goals you have established

WHY IS SEARCH MARKETING SO POWERFUL?

BUSINESS FIRST: OBJECTIVES

What are your online marketing objectives? Are they being adequately accomplished with the current

strategies employed?

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Example Online Marketing Objectives:

1. Generate leads

2. Engage buyers, dealers, prospective buyers and prospective dealers with our Brand

3. Leverage social media for training Dealers

4. Enter market where competitor is deeply entrenched

Paid Search/ Pay Per Click/ PPC

Organic Search/ Search Engine Optimization/ SEO

WHAT IS…

SEO Search Engine Optimization

Organic Search

The active practice of optimizing a website to increase relevant traffic received by the site.

PPCPay Per Click

Paid Search

A method of advertising where the advertiser pays for each click received on the search engine results page (SERP)

Note: SEO and PPC work completely independent of one another. Google does NOT reward organic search placement based on your paid search spend.

SEARCH MARKETING STATS

4 out of every 5 search engine users report

they never click on PPC (paid) results 70% of search engine users choose to visit

websites that appear in the Top 10 organic results Over one billion daily searches are

performed through Google alone Google accounts for 80% of all search volume

Rank 1 = 56% of clicks

Rank 2 = 13% of clicks

Rank 3 = 10% of clicks

Rank 7 = 3% of clicks

Rank 4 = 4% of clicks

Rank 5 = 4% of clicks

Rank 6 = 4% of clicks

ACHIEVING OPTIMAL ORGANIC PAGE RANK

SEO OBJECTIVES

Generally, the objectives for any SEO campaign are to:

1. Ensure that your website is coded in a manner that is visible by search engine crawlers

2. Maximize keyword exposure so that your site appears higher in organic rankings

3. Drive more relevant traffic to your website; and secure more conversions (i.e. leads or sales)

SEO TOOLS

Meta Data: First thing search engine will look for Determines what people will see in the SERP page

On-site Content Optimization Pages should be optimized for one keyword On-page content keyword density goal: 3-7% Indicates to Google on which topics you are an expert

SEO TOOLS (CON’T)

Cross Linking: Helps control page rank Pages with higher ranking priority should have more links

pointing to them internally within your website. Consider anchor text used in cross-linking

In-bound Links & Link Building Search engines see links to your site as a “vote” for the

quality of content on your site. The relative authority of the linking site plays a part in

determining the importance assigned to the links they provide to your pages.

SEO TOOLS (CON’T)

Google Webmaster: Provides you with detailed reports about your pages’

visibility on Google Free tool offered by Google

Social Media Google Caffeine increased the speed at which social media

sites are indexed. Links back to your site can be a link building strategy

SEO HOW-TO & TO DO

3-7% keyword density: tools.seobook.com/general/keyword-density/

Keyword research tool: adwords.google.com/select/KeywordToolExternal

Search engine ranking and volume report – we can do this for you (show example)

setup google profiles for you and your businessgoogle.com/profiles

schedule a time to review your local analyticsgoogle.com/places 

Get a dynamic website that is not built 100% in flash and is built on a platform you can update yourself (content management system)

PPC OBJECTIVES

Generally, the objectives for any PPC campaign are to:

1. Very quickly drive relevant traffic to your website

2. Generate geographically targeted traffic to selected landing pages

3. Allow you to capture traffic from a broader set of keywords (outside of what your site is optimized for)

4. Allow you to be visible when competitive keywords are typed in.

PPC CAMPAIGNS

Four major components to PPC effort

1. Keyword selection

2. Ad text/ copy

3. Landing page

4. Conversion/ follow-up

ONLINE MARKETING STATS

1/3rd of the United States is participating on Facebook

“This is not a phase… it is more important than ever to

build a brand and engage your target market [on the internet]” – RV Business

“Empowered consumers today expect a customized, interactive brand experience that goes way beyond a 30 second television spot or two-dimensional print ad.

Forty-two percent of online adults and 55% of online youth want to engage with their favorite brands through social applications”

– Forrester Research

SOCIAL MARKETING

What is it? An online meeting place for consumers and influencers to

create, share and interact with content. The tools are free, the content is not.

Why should we?“More than 60% of those in the Boomer Generation (born

between 1946 and 1964) are actively consuming socially created content like blogs, videos, podcasts, and forums.”

--Forrester Research

WHERE SHOULD YOU BE?

HOW CAN I USE

To listen! Your competitors, vendors, customers and prospects are talking about you, right now.

To build a presence and expand the influence of your brand To enhance search engine ranking (SEO) To communicate and educate Start connecting with clients, vendors, partners, admirers,

employees, dealers, etc Contests, product previews, service priority, VIP access,

product reviews, product input, marketing input, service input, feedback

Surpassed 500 million global users in July, 2010

HOW YOU CAN USE

Buy a Flip camera Create a library of videos that highlight product and

company distinctions Use .ppt to create and upload online presentations Set up a YouTube Channel Start connecting with and informing partners, prospects,

clients, coworkers and friends Can be a source of content for your social marketing efforts Improve organic search rankings Distribute dealer training QR Codes

WHAT YOU NEED TO KNOW TO DECIDE

Attendance and discipline are half the game Content is king Dedicate resources to making this work Seek first to understand, then to be understood The conversation is going on right now, the only decision

is if you will be involved Identify what level of involvement is sustainable Consistency, Consistency, Consistency

QUESTIONS?

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